Marktplaats

Hard to Haul
Social Campaign

Finding the deal is easy. Getting it home is the real challenge.

Sometimes, finding the perfect second-hand deal is the easy part. Getting it home is where the real adventure begins. Everyone who has ever used Marktplaats knows the feeling. You spot the perfect bargain, arrange the pickup, and only then realize one small detail: how on earth are you going to get it home?

From wardrobes balanced on tiny trailers to sofas strapped onto bicycles, Dutch streets are full of surprisingly creative transport solutions. With Hard to Haul, Marktplaats transformed this familiar everyday struggle into a social-first video series celebrating the creativity, determination and humour behind every great second-hand find. By leaning into a uniquely Dutch cultural behaviour, the brand became more relevant, relatable and entertaining for a new generation of shoppers.

WALK WITH US

Our Approach

For younger audiences, second-hand shopping isn't just about saving money. It's about finding great deals that are worth the effort, even when getting them home seems almost impossible. That insight became the foundation of Hard to Haul. Every episode revolves around one simple question: How do you get something home that clearly doesn't fit? The answer turns relatable transport struggles into visual comedy rooted in real life.

By celebrating this uniquely Dutch "it will fit somehow" mentality, Marktplaats transformed an everyday marketplace moment into highly shareable TikTok entertainment, encouraging people to tag friends while reinforcing one simple truth: a great Marktplaats find is always worth finding a way home.

LET'S DIVE DEEPER

Our Process

Rather than creating polished advertising, we focused on capturing behaviour exactly as people experience it. Every episode was inspired by real situations that feel instantly familiar to anyone who has ever picked up a second-hand purchase. Built for TikTok, every video followed the same simple structure: a relatable setup, an oversized item and an unexpected transport solution. Short-form storytelling, visual comedy and recognizable moments made the content instantly understandable, highly shareable and unmistakably native to the platform.

By consistently building around one clear creative format, Marktplaats created an online series that audiences could instantly recognise, anticipate and share, turning an everyday marketplace moment into recurring entertainment.

HOW DID IT GO?

The Results

Across 21 episodes, Hard to Haul proved that relatable everyday moments can become powerful entertainment.

- 15M+ total video views
- 2.7M+ organic views
- 359K+ total engagements
- 192K+ organic engagements
- 314K+ total likes
- 149K+ organic likes
- 10M total reach

More importantly, the series successfully modernized how younger audiences experience Marktplaats. By turning an everyday marketplace challenge into culturally relevant entertainment, the brand became part of conversations people were already having instead of interrupting them.

The campaign also gained recognition beyond social media, earning coverage from The Best Social, further proving that authentic, relatable content resonates far beyond the platform itself.